MullenLowe Group Presents ‘The Love Algorithm’ at SXSW 2017

In a world where finding your significant other could be as easy as swiping ‘left’ or ‘right’, the digital age has unknowingly proliferated the sanctity of your soulmate search. SXSW Interactive panel The Love Algorithm exposes how new, cupid-driven data sets are derived as a result of the new ways in which relationships are changing, creating an opportunity for marketers to create stronger, more cohesive communications with consumers.

Jazmin Correa, Planning Director of MullenLowe Profero, is leading the panel with a select group of leading lifestyle companies, data and media strategists. The panelists will explore how to identify and leverage untapped insights that consumers are creating online based on their relationship statuses. Data and lifestyle experts from Honeyfund.com, Inc., Nielsen Catalina Solutions and NCC Media will join Correa for this panel, who says, “We now have tons of data at our disposal, and when we marry the right data together we can uncover new insights that dimensionalize our consumer in ways we’d never thought of. Targeting by relationship life stage, for example, has typically been done by focusing on macro life-stages – dating, marriage, babies, divorce. Data now allows us gain deeper insight into the nuances within each life-stage, like “third daters” “sharing my Netflix account” or “actively cheating”. These insights can help us reach consumers in more insightful and relevant ways.”

Sara Margulis, CEO, Honeyfund.com, Inc. states: “As the CEO of Honeyfund.com, Inc., the popular wedding registry, we bring an intimate understanding of online behaviour during engagement, wedding-planning, honeymoon and post-nuptials. Our work with advertisers allows us to offer an incredibly targeted and captive audience, during one of the most intense buying periods of their lives. We see first-hand how relationship-stage targeting is truly a special opportunity for marketers." 

Edward Kim, VP, Product & Strategy, Nielsen Catalina Solutions adds: “We are excited to explore the possibility of measuring the efficacy of a consumer journey based on relationship cycles, by enabling advertisers, agencies and media companies to measure return on ad spend across TV, Digital, Mobile, Print, Radio and CRM.”

Andrew Capone, SVP, Marketing & Business Development, NCC Media, adds: “Being happily married for almost 25 years, and a member of the ‘VCR and Chill’ generation, I’m uniquely unqualified to speak personally to the efficacy of algorithms in dating. But after 35 years in media, I can certainly speak to the remarkable evolution of marketers’ abilities to target consumers in various stages of life and love, geographically, demographically and behaviourally. And I’ll make the case that context and content still matter most. Does love trump math? This will be a spirited discussion about science versus emotion.”

What: ‘The Love Algorithm’: Panel on new data sets formed by online relationships at the 2017 SXSW Interactive Festival

When: March 12th, 3:30 – 4:30pm

Where: Hyatt Regency

MullenLowe Group thanks the SXSW Conference and Festivals for the opportunity to share our point of view with the industry and greater SXSW audience. We look forward to connecting with those attending as well as with those following the action from afar.